Marketingové komunikace značky Nordbeans v online prostředí

The aim of this thesis is to analyse the current online marketing communications of the Nordbeans brand in order to identify suggestions and recommendations for their improvement. The thesis consists of six separate chapters and is divided into a theoretical and a practical part. The theoretical part is devoted to defining basic concepts in the fields of marketing, online marketing, and online marketing communications. It also includes a list of selected tools used for marketing communications in the online environment. The practical part introduces the Nordbeans brand and its history. It also presents its marketing mix and an analysis of similar foreign brands, with a focus on their online marketing communications. The next section of the thesis analyses the current state of the Nordbeans brand’s online marketing communications. This includes an analysis of social media, website, search engine marketing, and email marketing. The findings are supplemented in the following chapter by the results of a questionnaire survey focused on the Nordbeans audience’s perception of the brand’s online marketing communications. Based on all the information gathered, recommendations were developed and are presented in the final section of this thesis. These suggestions and recommendations could serve as a basis for future improvements to the Nordbeans brand’s online marketing communications.